1. Refreshing an iconic brand and launching the range.
The problem keeping the Marketing Director awake at night: The Core solution:
How to make a loved brand relevant today and grow revenues outside peak season in a tough market? Core set about rebuilding the brand. Through an
intensive and extensive six months of research
that included company wide workshops from the
TVC and brand re-launch Press Advertising
CEO to the factory floor, stakeholder and supplier
interviews, and consumer research groups across
all key segments and states. Plus, commercial
immersion workshops with the leadership team to
define, ‘What success looks like.’
Armed with the insights, the data, the stories and
the rituals – the very DNA of Victa - we moved into
the planning phase with two objectives:
1. To relaunch the brand using the new range to
claim the hearts and minds of Australians
2. To regain control of the channels to get our new
message into market
We created a new brand line, ‘Victa. Altogether
Better’ and brought it to life in a TVC and print
campaign. The creative leverages the special place
the brand has in Australian culture while delivering
the new news of the range.
The results:
The new brand platform and campaign has been
unanimously embraced across the business and sales
channels. Ambitious channel sales targets have been
achieved and, although the campaign has only just
launched, early consumer feedback is very strong.
Duncan Wakes-Miller | duncan@coresydney.com.au | T: 02 9211 6373 | M: 0425 209 489 | coresydney.com.au